True Edge Tuesday with Nick Cedar
Nick turned a high-pressure moment into a chance to deliver bold, creative solutions—keeping a major campaign on track, driving meaningful connections with consumers, and redefining what’s possible for SharkNinja’s media activations in Canada.
Meet Nick!
Nick Cedar is a self-proclaimed media nerd and proud disruption specialist with 13 years of agency-side experience. As Manager of Paid Media on SharkNinja’s Demand Generation team in Canada, he drives bold, unsiloed, results-driven campaigns that challenge the norm and deliver impact across Demand Gen, DTC, and Retail. Nearly two years into his SharkNinja journey, Nick thrives on creating work that connects people in meaningful, lasting ways.
“Sometimes OE means staying calm, thinking creatively, and rallying the right people when every second counts.”
“What makes SharkNinja special is the culture of innovation and the people behind it. It’s a place where creativity and collaboration aren’t just buzzwords. They’re baked into everything we do.”
“I’m always looking for ways to disrupt, connect, and drive results”
Outrageously Extraordinary in Action
When unexpected shipping delays put SharkNinja’s sponsorship activation for a TV show at risk, Nick had no time to waste. With the taping and the entire campaign on a tight timeline, he stayed calm under pressure and thought fast. Drawing on his resourcefulness, Nick identified a creative workaround: he coordinated with partners to retrieve identical products from a separate photoshoot and arranged for a courier to rush them to the set. His quick decision-making and collaborative approach kept the activation on track and delivered results.
For Nick, being Outrageously Extraordinary means never settling for “good enough.” It’s about pushing past the obvious answers, challenging the brief, and leading through the lens of humanity—staying grounded, showing empathy, and helping others navigate change.
Hear from Nick
What does it mean to be Outrageously Extraordinary (OE)?
To me, being Outrageously Extraordinary means never settling for “good enough.” It’s about pushing past the obvious answers, challenging the brief, and delivering work that truly moves the needle— not for the sake of attention, but because it drives real results.
It’s also about how you show up. I believe OE is just as much about leadership and collaboration as it is about outcomes. For me, that means leading through the lens of humanity: staying grounded, showing empathy, and helping others navigate change. It’s about being relentless in the pursuit of excellence, while also creating space for others to thrive.
True Edge is described as “a key principle of the OE mindset, combining vigilance, innovative insight, and strategic solutions to create a competitive advantage that is exceptionally hard to replicate.”
What’s your True Edge, or what are you working to build?
My True Edge is finding innovative ways to create impact through media, – not just by spending smarter, but by showing up differently. Whether it’s unlocking non-traditional placements, building media-first partnerships, or rethinking how we define performance, I’m always looking for ways to disrupt, connect, and drive results.
I’m focused on building an unsiloed, full-funnel approach, – one where Demand Gen, DTC, and Retail don’t just coexist, but work together to create momentum. I also pride myself on seeing the bigger picture. That means aligning data, creativity, and channeling investments into something cohesive and meaningful. I’m not afraid to take calculated risks or test something unproven if I believe in its potential. At the end of the day, I want our media to not only perform, but to lead.
Can you share examples of how you live OE?
Living Outrageously Extraordinary means consistently pushing boundaries and never settling for the status quo. For me, it shows up in how I approach every challenge, whether it’s finding creative solutions to media roadblocks, leading cross-functional teams through complex pivots, or negotiating the best deals.
In the Canadian market, I make sure we get the most out of every dollar. A key example is how I spearheaded our Outdoor Launch with Grill Jam in Toronto, combining innovative media tactics with authentic influencer engagement that saw double digit growth in brand metrics. I also led SharkNinja’s inaugural sports sponsorship with the PWHL here in Canada, breaking new ground to boost brand visibility.
These experiences reflect my commitment to innovation, collaboration, and driving real results in a fast-moving environment.
What makes working at SharkNinja special?
For me, what makes SharkNinja special is the culture of innovation and the people behind it. It’s a place where creativity and collaboration aren’t just buzzwords. – Tthey’re baked into everything we do. I appreciate how we’re encouraged to challenge the norm, try new ideas, and continuously learn.
Beyond that, the team here feels like a community. Everyone is passionate, driven, and supportive, which makes even the toughest projects rewarding. Being part of a company that’s constantly evolving and pushing boundaries keeps me inspired every day.
Please join us in congratulating Nick for being this week's True Edge Tuesday!
About True Edge Tuesday
At SharkNinja, we strive for the outrageously extraordinary in everything we do, driven by our True Edge – the super skills that set us apart. This cornerstone of the outrageously extraordinary (OE) mindset harnesses innovative insight and strategic solutions to create a competitive advantage, empowering us to positively impact people’s lives every day.
True Edge Tuesday celebrates team members who go above and beyond, showcasing what it means to reject the status quo and embrace the extraordinary.
